The Side Note

Domino’s Pizza is well on its way to eco-chic marketing fame. To promote the American Legends pizza collection, Domino’s has fittingly branded sidewalks in three legendary U.S. cities–New York, Philadelphia and Los Angeles–with GreenGraffiti. The first 250 consumers to discover a marked sidewalk, take a photo and e-mail the Domino’s PR team will be awarded a $15 Domino’s gift certificate (free pizza!).

Although traditional graffiti is typically frowned upon and therefore a potentially risky marketing maneuver, GreenGraffiti doesn’t leave a carbon footprint. It actually, in essence, erases one. With a template and high-pressure water sprayer, a company’s brand or message is more or less cleaned onto the sidewalk.

GreenGraffiti is located in The Netherlands, but a few U.S. companies are catching on to the craze. Domino’s deserves a high-five for thinking outside of the box (no pun intended). It’s a great way to reach tons of consumers and bring a little bit of thrill to the first lucky people who stumble upon the ads (dinner’s on Domino’s).